Brand Portfolio Strategy
Creating Relevance, Differentiation, Energy, Leverage, and Clarity
Seiten
2020
Simon & Schuster (Verlag)
978-1-9821-4652-8 (ISBN)
Simon & Schuster (Verlag)
978-1-9821-4652-8 (ISBN)
- Lieferbar (Termin unbekannt)
- Versandkostenfrei
- Auch auf Rechnung
- Artikel merken
In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity.
Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions.
Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions.
Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).
| Erscheinungsdatum | 20.03.2020 |
|---|---|
| Zusatzinfo | 43 illustrations thru-out |
| Verlagsort | New York |
| Sprache | englisch |
| Maße | 140 x 213 mm |
| Gewicht | 380 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Allgemeines / Lexika |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-10 | 1-9821-4652-4 / 1982146524 |
| ISBN-13 | 978-1-9821-4652-8 / 9781982146528 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
Mehr entdecken
aus dem Bereich
aus dem Bereich
Buch | Hardcover (2023)
Vahlen (Verlag)
CHF 48,85
Buch | Softcover (2023)
Vahlen (Verlag)
CHF 34,85
umfassende Einführung aus managementorientierter Sicht
Buch | Hardcover (2023)
Springer Gabler (Verlag)
CHF 83,95
